|Downloaded from Brands of the World, February 13, 2018|
If it's not the most famous logo on Earth, it almost certainly would make any "Top Five" list of the most recognizable trademarks in the world. And I would assert that it's an example of rhythm in design -- that is, "repetition of multiple units in a deliberate pattern." The undulating rhythm of the lettering, as well as the bottom extension of the first capital "C" and the top extension of the second capital "C," suggests a sense of motion and a rhythmic pattern (albeit a short one).
In the late 1960s, Coca-Cola trademarked its "dynamic ribbon device" -- a simple curve that accentuates the logo, reinforces its rhythm, and even serves as a substitute for the logo sometimes:
|Ron van der Vlugt, Logo Life: Life Histories of 100 Famous Logos, BIS Publishers, Amsterdam, copyright 2012.|
The "dynamic ribbon device" is still in use some 50 years later -- often as a subtle reminder of the parent brand, neatly tying together its many extensions in countries all over the world:
|Downloaded from Brands of the World, February 13, 2018.|